Big Mo's Blog

Jay Z Launches "40/40" Beverage In Duane Reade, Walgreens Stores

Jay Z has released his “40/40” drink in Duane Reade and Walgreens stores in the United States, according to Forbes.

The beverage, which retails for $1.99, is named after his nightclub of the same name and is described in the Forbes story as "an Arnold Palmer-esque drink” that is "intended for sports-loving males.”

Distributed by Go N’Syde, a company helmed by former Def Jam Recordings executive Kevin Liles, the Jay Z beverage also "includes an augmented reality tie-in that allows customers to point a smartphone at the container and call up a content platform connected to each act,” the Forbes article says.

“We have great tasting beverage,” Liles says. “But the second part of it is providing a new network for the brands or icons to communicate with their fans. I call it disrupting the consumer packaged goods industry by having your products actually talk to you.”

Mariah Carey has also released the Butterfly beverage through Go N’Syde.